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How to Do B2B Keyword Research Using Ubersuggest

When targeting businesses vs. customers with your SEO tactics, there are different formulas that come into play.

But the answer is always the same: “Content matters.”

This especially applies in the world of B2B, where it generally takes longer for a conversion to take place and your average customer has more knowledge of their specific niche.

The right keywords mean people can find you when searching for products and services like yours.

So, how do you know which keywords will lead to conversions? Or if they’re even worth targeting in the first place?

That’s where keyword research using a tool like Ubersuggest comes in.

It’s the best tool I’ve found for B2B keyword research, and I’m not just saying that because I created it. It shows the related terms and long-tail keywords that people are searching for online every day.

Let’s try it out and see how it works for you.

B2B vs. B2C Keyword Research
With both B2B and B2C keyword research, your ideal user or customer should be at the center of what you do.

With B2B marketing, you focus on various decision-makers, like a team lead, manager, or even the CEO. With B2C marketing, the only decision-maker you’re worried about is the customer.

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This is part of the reason why your typical B2B conversion takes way longer. There’s a big difference between someone buying a pair of socks versus investing in a software suite for a whole company.

The difference isn’t always that big, but still, B2B buyers have different behavior.

The good news is that in some ways, your best practices stay the same.

Know your product, then move to understand your market and competition to build the best B2B keyword list.

B2B keyword research helps you win over the decision-makers at hand, but this can be tricky.

There’s a different drive to the transaction. You need to take a different approach to earn their buyer intent.

To hit their unique needs, you need to show your expertise not only in the niche, but in the pain points in that niche. That means picking the right keywords for your content and pages. To inspire your B2B keyword research, ask yourself:

What kind of businesses am I targeting? How big are their teams? Are they in industries I can flourish in?
Am I trying to reach businesses at the executive, manager, or employee level?
Of the decision-makers I’m targeting, what challenges are they up against? How is their current system failing them?
If you don’t keep these questions in mind during your B2B keyword research, you’ll have a tough time reaching your SEO goals.

Taking the time to get it right is critical to long-term growth.

How Ubersuggest Helps Your B2B Keyword Research Process
While there are plenty of ways to conduct B2B keyword research, let me get you started with Ubersuggest.

Here’s how it works:

Let’s say you’re marketing an activewear brand and ready to create your B2B content strategy. In this case, your potential clients may vary. Maybe you’re looking to get a local sports team or college athletics program to buy your product. Or, maybe a local business wants to get customized gear for their staff as an employee appreciation gift.

The right keywords make sure these B2B buyers see your listings first.

First, open up Ubersuggest. In the dashboard, click on Keyword Research. From there, we’ll look at the Keyword Overview for “activewear.”


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